史达，男，经济学博士，教授，博士生导师。东北财经大学萨里国际学院院长。英国曼彻斯特大学访问学者，加拿大西安大略大学访问学者。霍英东教育基金会高等院校青年教师奖获得者。先后担任国家自然科学基金项目主持人、国家社会科学基金项目主持人，中国旅游协会旅游教育分会副会长，教育部高校旅游管理类专业教学指导委员会委员。辽宁省旅游管理类专业教学指导委员会主任。《旅游科学》编委会成员，《旅游研究》编委会成员。在International Journal of Contemporary Hospitality Management，Journal of Hospitality and Tourism Research，Cornell Hospitality Quarterly，Journal of Destination Marketing and Management，《南开管理评论》《财贸经济》《政治学研究》《旅游学刊》等SSCI和CSSCI期刊发表论文30余篇，主持编写《辽宁省文化和旅游建设标准体系建设指南》等多项省（市）级地方标准。

Chapter 1 　Introduction ／001

1.1 What is tourism consumer behavior? ／002

1.1.1 The Features of Tourism Consumption ／003

1.1.2 The Definition of Tourism Consumer Behavior ／004

1.1.3 The Elements of Tourism Consumer Behavior ／005

1.1.4 How Tourism Consumer Behavior Changed over the Time ／007

1.2 How to learn tourism consumer behavior? ／011

1.2.1 The Theories Apply to Tourism Consumer Behavior ／011

1.2.2 The Approaches to Explore Tourism Consumer Behavior ／017

1.2.3 The Factors that Influence the Tourism Consumer Behavior ／020

1.3 Why the understanding of tourism consumer behavior is

important? ／023

1.3.1 Government Perspective ／024

1.3.2 Business Perspective ／024

1.3.3 Community Perspective ／025



Chapter 2　Tourism Consumer Perception ／027

2.1 Tourism Consumer Sensation ／029

2.1.1 The Meaning and Category of Tourism Consumer Sensation ／029

2.1.2 The Characteristics of Tourism Consumer Sensation ／033

2.2 Tourism Consumer Perception ／034

2.2.1 The Meaning of Tourism Consumer Perception: Perception

Versus Sensation ／034

2.2.2 The Characteristics of Tourism Consumer Perception ／035

2.3 Impact Factors and Process of Tourism Consumer Perception ／039

2.3.1 Impact Factors of Tourism Consumer Perception ／039

2.3.2 Impact Process of Tourism Consumer Perception ／043

2.4 Tourism Consumer Destination Perception ／044

2.4.1 Tourism Consumer Perception of the Tourist Destination Image ／044

2.4.2 Tourism Consumer Perception of the Tourist Destination Elements ／046

2.4.3 Tourism Consumer Perception of the Travel Distance and Risk ／048

2.5 Marketing Strategy Based on Tourism Consumer Perception ／050

2.5.1 Brand Marketing ／051

2.5.2 Tourism Experience Marketing ／051

2.5.3 Embedded Advertising ／052



Chapter 3　Learning and Memory ／054

3.1 Learning　　 ／055

3.1.1 The Nature of Tourism Consumer Learning ／055

3.1.2 Learning Theory and Application in Tourism ／057

3.1.3 The Content of Tourism Consumer Learning ／063

3.2 Tourism Memory ／065

3.2.1 The Role of Memory in Learning ／065

3.2.2 The Memory System ／065

3.2.3 The Formation and Characteristics of Tourism Memory ／067

3.2.4 Memory Interference and Distortion ／072



Chapter 4　Motivation ／074

4.1 Tourism Need ／075

4.1.1 Overview of Need ／076

4.1.2 Theoretical Views of Need Related to Tourism ／077

4.1.3 Definition and Characteristics of Tourism Need ／079

4.1.4 Models of Tourism Need ／080

4.2 Tourism Motivation ／082

4.2.1 Definition and Forming of Tourism Motivation ／082

4.2.2 Characteristics of Tourism Motivation ／084

4.2.3 Theoretical Views of Motivation ／087

4.2.4 Classic Theories of Tourism Motivation ／089

4.3 Influencing Factors of Tourism Motivation ／092

4.3.1 Psychological Factors ／092

4.3.2 Objective Factors ／093

4.3.3 External Factors ／095

4.4 Tourism Demand ／096

4.4.1 Definition of Tourism Demand ／097

4.4.2 Influencing Factors of Tourism Demand ／097

4.4.3 Objective Obstacles to Realizing Tourism Demand ／098



Chapter 5　Attitude and Emotion ／101

5.1 Chapter Introduction ／102

5.2 Attitude　 ／103

5.2.1 Tourist Attitude ／103

5.2.2 Tourist Attitude Components ／104

5.2.3 The Multiattribute Attitude Model ／105

5.2.4 The ABC Model of Attitudes ／106

5.2.5 Tourist Attitudes and the Theory of Planned Behavior (TPB) ／107

5.2.6 Types of Tourism and Tourist Attitudes ／109

5.2.7 Tourism and Changing Tourists’ Attitudes ／114

5.3 Emotion and Tourism ／116

5.3.1 Tourists’ Emotions ／116

5.3.2 Tourists’ Emotions and Destination Marketing ／117

5.3.3 Types of Emotions ／118

5.3.4 The Cognitive Appraisal Theory in Tourism ／123



Chapter 6　Tourism Consumer Personality ／126

6.1 What is the tourist personality? ／127

6.1.1 The Definition of the Tourist Personality ／127

6.1.2 The Features of the Tourist Personality ／128

6.1.3 The Inter？structure of the Tourist Personality ／129

6.1.4 The Factors Influencing Personality Formation and Development ／131

6.1.5 Classification of Tourism Consumer Personality ／133

6.2 The Primary Theories of the Tourist Personality ／137

6.2.1 Freud’s Theory of Psychoanalysis ／137

6.2.2 Jung’s Theory of Personality Types ／138

6.2.3 The New Freudian Theory of Personality ／139

6.2.4 The Trait Theory ／140

6.2.5 The Big Five Personality Model ／141

6.2.6 Plog’s Theory of Tourists’ Typology ／142

6.3 The Self？concept of Tourists ／142

6.3.1 The Definition of Tourists’ Self？concept ／142

6.3.2 The Factors that Influence Tourists’ Self？concept ／143

6.3.3 The Composition of Self？concept ／144

6.3.4 Self？concept and the Symbolism of Tourism Consumption ／145

6.4 Self？consistency and Travel Destination Selection ／147

6.4.1 The Definition of Self？consistency ／147

6.4.2 Application of the Self？consistency Theory in Tourism ／149

Chapter 7　The Impacts of Technology on Tourism

Consumer Behavior ／152

7.1 Technology Types and Their Applications in Tourism ／153

7.1.1 Portable Devices: Audio Guides, Heritage Interpreters, Translators ／153

7.1.2 Immersive Experience Equipment: Augmented Reality,

Virtual Reality, Holographic Projection ／155

7.1.3 AI Robots ／159

7.1.4 Big Data ／161

7.2 Technology Impacts on the Tourism Industry ／162

7.2.1 The Tourism Industry Perspective ／162

7.2.2 The Tourism Products Perspective ／163

7.2.3 The Tourist Perspective ／165

7.2.4 The Tourism Practitioner Perspective ／166





7.3 Technological Impacts on Tourism Consumers’Behavior at

Different Stages of Tourism ／168

7.3.1 Pre？tourism ／168

7.3.2 During Tourism ／170

7.3.3 Post？tourism ／172

······